Coca-Cola has unified the packaging design of its zero sugar variant with the full sugar original drink in a bid to encourage more people to give the healthier option a try.
Ditching the black look of old Coca-Cola Zero Sugar has instead settled on its Mother brand's iconic red hue to tempt more consumers to make the leap.
Coke is ramming home the message with a £5m television campaign called 'One Way or Another' and distributing seven million cans as part of a sampling campaign.
Each variant will now be distinguished by different coloured caps to negate consumer confusion.
Alec Mellor, Coca-Cola marketing manager said: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola and we want to make it even clearer that you can have that taste and experience with or without sugar. Sales of Coca-Cola zero sugar have almost doubled in the last two years and we believe this latest change will help us grow it even further and encourage more people to give it a try.”
Coca-Cola Zero Sugar was launched in 2016 and now comprises 58% of the total volume of Coca-Cola sold in the UK amid flagging sales of the original, a response to growing concern at rising rates of obesity which have sparked the introduction of a sugar tax.